Style Guide

Guidelines for working with the Hutchinson Legal brand.

View guide

Brand Essence

Hutchinson Legal’s brand is so much more than the brand mark. Our brand essence is the inspiring idea that drives our business forward. It influences our behaviour, communications and environments. It’s at the heart of our business.

Whilst the remodelling of the brand mark has contemporised the flame, typeface and colour scheme, more importantly, the modifications honor and convey the organisational values of courage, integrity, loyalty and discipline and celebrate the success of a legal practice that is proud of its heritage: 65-years serving the community. These combine to form our essence.

The following pages explain the visual identity system and the rules around using the brand mark correctly to build on the existing brand strength, and create an inspiring and unified brand. Consistency of application is key to success. Not only with regard to the brand mark, but adherence to our values across all that we do.

Please follow the guidelines carefully. Any organisation or individual seeking to use the Hutchinson Legal logo for any purpose must first obtain written permission from Hutchinson Legal.

Brand Marks

Hutchinson Legal and YourLawyer are inextricably linked. The new brand mark borrows shapes from the latter and utilises them to form an ‘h’ and a billowing fire, styled on the Shrine of Remembrance. The warm red flame signifies courage, the white integrity, the relationship between the two shapes combined with the blue text convey loyalty and discipline.

Download all brand mark assets

Primary Brand Mark

Two-COLOUR

(Spot colour)

Used for spot colour printing such as stationery, merchandise.

Primary
PMS UNCOATED

EPS | AI

PMS COATED

EPS | AI

Primary Reversed
PMS UNCOATED

EPS | AI

PMS COATED

EPS | AI

Full-colour

(CMYK)

Used for full colour printing such as brochures, invitations, advertising.

Primary

EPS | AI

Primary Reversed

EPS | AI

Black

EPS | AI

White

EPS | AI

SCREEN

(RGB)

Used for online purposes such as website, email, Word templates

Primary

SVG | PDF

Extra Small

PNG | JPG

SMALL

PNG | JPG

Medium

PNG | JPG

Large

PNG | JPG

Extra Large

PNG | JPG

Primary Reversed

SVG | PDF

EXTRA SMALL

PNG

SMALL

PNG

MEDIUM

PNG

LARGE

PNG

EXTRA LARGE

PNG

Black

SVG | PDF

EXTRA SMALL

PNG | JPG

SMALL

PNG | JPG

MEDIUM

PNG | JPG

LARGE

PNG | JPG

EXTRA LARGE

PNG | JPG

White

SVG | PDF

EXTRA SMALL

PNG

SMALL

PNG

MEDIUM

PNG

LARGE

PNG

EXTRA LARGE

PNG

Secondary Brand Mark

Always consider using the primary brand mark. Only use the secondary mark where space restrictions apply.

Two-COLOUR

(Spot colour)

Used for spot colour printing such as stationery, merchandise.

Secondary
PMS Uncoated

EPS | AI

PMS COATED

EPS | AI

Secondary Reversed
PMS UNCOATED

EPS | AI

PMS COATED

EPS | AI

Full-colour

(CMYK)

Used for full colour printing such as brochures, invitations, advertising.

Secondary

EPS | AI

Secondary Reversed

EPS | AI

Black

EPS | AI

White

EPS | AI

SCREEN

(RGB)

Used for online purposes such as website, email, Word templates

Secondary

SVG | PDF

Extra Small

PNG | JPG

SMALL

PNG | JPG

Medium

PNG | JPG

Large

PNG | JPG

Extra Large

PNG | JPG

Secondary Reversed

SVG | PDF

EXTRA SMALL

PNG

SMALL

PNG

MEDIUM

PNG

LARGE

PNG

EXTRA LARGE

PNG

Black

SVG | PDF

EXTRA SMALL

PNG | JPG

SMALL

PNG | JPG

MEDIUM

PNG | JPG

LARGE

PNG | JPG

EXTRA LARGE

PNG | JPG

White

SVG | PDF

EXTRA SMALL

PNG

SMALL

PNG

MEDIUM

PNG

LARGE

PNG

EXTRA LARGE

PNG

Flame

The flame can be used for decorative purposes, with the brand mark within close proximity or where the primary or secondary brand marks are not appropriate, such as for a favicon.

Print
PMS UNCOATED

EPS | AI

PMS COATED

EPS | AI

CMYK

EPS | AI

Screen

SVG | PDF

Icon

Favicon | Social

EXTRA SMALL

PNG

SMALL

PNG

MEDIUM

PNG

LARGE

PNG

EXTRA LARGE

PNG

Clearspace

To maximise the brand’s presence and visual standout, there is a defined minimum clear space area.

This clear zone around the brand mark defines the area into which no other graphic elements, such as text, imagery or other brandmarks can intrude.

The width of the ‘H’ is used as a measure for clear space around the brand mark. The formula applies to all instances of brand mark reproduction:

  • 3 x H on left and right
  • 1.5 H from the base
  • 2 x H above the flame tip

These rules do not apply to brand tag line.

Size Guidelines

The brand mark is designed to withstand scaling to as small as 10mm width (14.5mm high).

This is the absolute minimum that the mark should be reproduced at. For ease of recognition, ideally, we will avoid using it smaller than 15mm wide.

Unacceptable Usage

To maintain consistency, it is essential that the brand mark is never altered in any way and is always reproduced from the master artwork. Here are a few examples of what not to do.

Notice the brand mark has been cropped at the base of the lettering?

Notice low contrast? The red & white brand mark would be a suitable alternative

Notice brand mark has been distorted? Ensure fixed horizontal and vertical scaling  

Notice low colour contrast? Moving brand mark to sit over the sky would be a suitable approach

When outsourcing any graphic communications, this style guide should be shared and a proof should be sighted to ensure guidelines are met and correct brandmark used.

Tag line

The existing tag line “Solutions for life” remains in use today, although others are under consideration. A tag line should not be used without approval by the communications contact.

Colour Palette

The core brand colours should be applied to all communications to develop a strong brand recognition. Although similar to the previous brand blue, this new navy is not the same. Care should be taken to ensure the appropriate PMS colour or breakdown is used.

Black and tints of the colours should be used sparingly. White backgrounds are preferred to maintain strong connection to our brand values.

Warm Red

PMS Warm Red
CMYK 0, 86, 80, 0
RGB 240, 76, 62
HEX #F04C3E

DEEP BLUE

PMS 289
CMYK 97, 63, 13, 41
RGB 0, 63, 107
HEX #003f6b

Colour Ratios

The volume in individual pieces can vary, but as a general rule of thumb, use the warm fire red as much as the navy blue. Use half as much, or less, black and navy tints, and choose white as a background colour frequently.

Supporting Colour Palette

A limited colour palette for interior design and staged photography will contribute considerably to the building a consistent and memorable visual brand.

Stone

PMS Warm Red
CMYK 0, 86, 80, 0
RGB 240, 76, 62
HEX #F04C3E

Grey

PMS 289
CMYK 97, 63, 13, 41
RGB 0, 63, 107
HEX #003f6b

Cream

PMS 289
CMYK 97, 63, 13, 41
RGB 0, 63, 107
HEX #003f6b

Typography

Our style of typography should reflect our personality and purpose.

When setting type on a page, where you don’t put it can be as important (if not more so) than where you do. Don’t fill the area of feel that everything needs to be the same size. Introduce scale and breathing space. Try to leave 30% clear white space on all documents.

Typefaces

Museo Sans 700

The brand mark has been customised from a typeface called Museo Sans. This typeface should not be used for headings or content.

HELVETICA

Documents produced internally should be set exclusively in fonts from the Helvetica typeface family.

HELVETICA ITALIC

Use for keywords and Acts.

HELVETICA BOLD

Use in title case or sentence case for titles, headings, subheadings and feature text.

Photography

Staff

Photography is the face of our organisation. We want to be ourselves, natural, looking our best, engaging.

We’re not looking for standard passport-style head shots. Everybody that works for Hutchinson Legal is an individual and we want to showcase that. We want an individual, ownable style that’s uniquely Hutchinson Legal.

Here’s how our photographic style can help achieve it:

  • A mix of environments – dark, light, indoor, outdoor – ensuring background contrasts with subject
  • Boardroom, foyer, hallway, program space, garden, coffee shop - mix it up to keep it varied
  • Introduce some of supporting colours into the scene, careful that other items don’t clash
  • Take note of furnishings, remove undue clutter to ensure the subject remains the hero
  • Strong contrasts, sharp focus on subject
  • Highlight the subject, whilst maintaining detail
  • Avoid sunlight which causes bleached effect and/or harsh, unflattering shadows
  • Avoid windows in the background
  • Subject can be standing, sitting, leaning, whatever is most comfortable
  • Subject should make eye contact, even if shoulders are turned
  • Photographs should be taken wide to provide option of cropping in or out
  • Avoid staged poses, best angles, over-grooming
  • Photographs should be taken with professional equipment, by a professional.

Stock photography

The style of our stock photography should be consistent and reinforce our brand essence. In keeping with our values of courage, integrity, loyalty and discipline and our commitment to serving the community, the subject matter of our images should be human and demonstrate connection with either another human or an activity that relates to a legal solution. The primary subject should be either looking right into the camera or making eye contact with another subject. Photos should always be brightly lit.

Some examples include:

Stationery

Letterhead, with compliment slips, business cards, envelopes, file notes and contract covers have each been designed to reinforce the Hutchinson Legal brand for client facing communications. When stocks are running low, printing can be ordered through Wide Open Co.

Business Card Ordering System

To reduce the cost and turnaround time of producing business cards, Wide Open Co. have set up a system that allows Hutchinson Legal to order their own business cards with minimum effort.

The system allows the user to select printing quantity, personalise his/her card by typing their full name, qualifications, position, telephone and email, and preview the front and back prior to committing to the order.

Aurore will receive a notification of the order, and delivery of the cards just 2 working days later.

Quantity / Price

250 / $126.50
500 / $137.50
1000 / $159.50

Login Instructions

Enter the storefront via the link below, and login via the link in the top-right hand corner. Aurore can supply the Username and Password.

Order your business cards here

Email Signature

Here you can input your details and generate your own Hutchinson Legal branded email signature. Once you submit, an email will arrive in your inbox shortly. If it doesnt arrive, contact Mark at Wide Open Co. at meghan@wideopenco.com.au.

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Contacts

For approvals and further assistance.

Brand Guidelines

Aurore Hughes-Gage

aurore@hutchinsonlegal.com.au
(03) 9870 9870

Legal Documents

??

email
(03) 9870 9870

Stationery & Signage

Amy Pemberton

amy@hutchinsonlegal.com.au
(03) 9870 9870